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One Big Family
Airtel and Tigo were about to join forces to become one entity.
This was unprecedented in Ghana and presented with the problem, we knew we had to tread carefully.
We thought simplicity was the best way to put our message across and allay any fears that the merger might cause to subscribers of both networks.
We settled on the simple message, "y'abo mu" (Twi for we have joined forces) for the One Big Family 360 degree Campaign. The campaign is easing subscribers into the transition beautifully.
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